Arthur Christmas Is a CG-Animated Comedy from Aardman Animations (Wallace and Gromit Titles, Flushed Away) for Sony Pictures Animation

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CONFIDENTIAL – DO NOT DISTRIBUTE International Theatrical Marketing Strategy

Main Genre: 3D CG-Animated Family Comedy

James McAvoy Voice of: Arthur X-Men: First Class, Wanted, Atonement

Bill Nighy Voice of: Grandsanta Love Actually, Underworld, Pirates of the Caribbean: At World’s End, Hot Fuzz, Harry Potter and the Deathly Hallows Part 1

Hugh Laurie Voice of: Steve House (television series)

Jim Broadbent Voice of: Santa Moulin Rouge!, Gangs of New York, Harry Potter and the Half-Blood Prince

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Imelda Staunton Voice of: Mrs. Claus Harry Potter and the Deathly Hallows: Part 1, Alice in Wonderland, Harry Potter and the Order of the Phoenix, Nanny McPhee

TARGET DEMOGRAPHICS

Primary: Families—children under 12 and their parents Secondary: Young teens—12-14 year olds; Aardman fans; holiday filmgoers

POSITIONING SYNOPSIS

Arthur Christmas is a CG-animated comedy from Aardman Animations (Wallace and Gromit titles, Flushed Away) for Sony Pictures Animation.

This soon-to-be Christmas classic at last reveals the incredible, never-before seen answer to every child's question: 'So how does Santa deliver all those presents in one night?' The answer: Santa's exhilarating, ultra-high-tech operation manned by a million elves and hidden beneath the North Pole.

But, in the end, a human touch will make all the difference, even if it involves our unlikely hero Arthur, who must urgently find a way to deliver one last gift before Christmas morning dawns.

STRATEGIC MARKETING RESEARCH

KEY STRENGTHS

Aardman is a unique and recognized brand. ARTHUR CHRISTMAS is sure to stand out from other typical animated fare. Aardman already has three titles under its belt earning more than 100m USD internationally: FLUSHED AWAY (111m USD, 2006), WALLACE AND GROMIT: THE CURSE OF THE WERE-RABBIT (135m USD, 2005), and CHICKEN RUN (112m USD, 2000).

ARTHUR CHRISTMAS has the potential to appeal to the young and old alike. The humor in the film is appropriate for children, while still also appealing to adult sensibilities.

A catchy hook: How does Santa deliver all those presents over night? The idea of a 1.6 million elves scurrying about to help Santa deliver 2 billion presents over night is winning. Add in the spaceship in place of a sleigh and the hook becomes all the more intriguing.

A heartwarming story with strong family messaging. Arthur‘s urgent attempt to deliver the final gift is touching and something parents and kids alike will enjoy.

KEY CHALLENGES

The perception ARTHUR CHRISTMAS is a children‘s film. It‘s not. It is for everyone. Let‘s not lose sight of this.

Christmas-themed titles can have a hard time in the international marketplace. Few Christmas titles have achieved a high level of international success, but those that have tended to be animated titles. A CHRISTMAS CAROL and A POLAR EXPRESS are the notable exceptions, grossing a respective 187m and 124m USD internationally. On the other hand, live action titles 2 CONFIDENTIAL – DO NOT DISTRIBUTE such as CHRISTMAS WITH THE KRANKS, FOUR CHRISTMASES, and FRED CLAUS had trouble finding an international audience. Also to our benefit is that we are the only true Christmas- themed film this season. (A VERY HAROLD & KUMAR 3D CHRISTMAS does not count.) This makes ARTHUR CHRISTMAS the obvious option for families seeking holiday fare.

RULES OF ARTHUR CHRISTMAS

Market the idea that this is not your typical holiday film. While we want the film to have plenty of heart at its core, it should also come across as unconventional, even irreverent. The early teaser trailer did a nice job of setting the tone we are seeking. The idea of a reindeer wearing a cone also captures the balance of Christmas cheer and irreverence we are seeking. Our goal is to not only bring in families interested in seeing a heartwarming movie for the holidays, but we also want to attract non-family audiences seeking playful entertainment. But be careful in positioning Santa. He still needs to come across as a positive and endearing character. Also avoid showcasing scenes that take place in the Control Room or have Steve at the helm. At screenings, some audience members have stated that these scenes can come across as austere. On the other hand, gadgets are not a problem because they bring an element of whimsy and are something tech-savvy young kids enjoy.

To age up and bring in older kids and young teens, emphasize a greater sense of ―misadventure‖ and humor. The non-family audience will likely assume the final gift does get delivered on time, and so that story will not be much of a hook for them. Thus, the magic of Christmas theme is not necessarily going to drive them into the theaters. Instead, the non-family audience is looking for humor. They want to be transported on a fun and funny ride – an entertaining journey involving a group of unlikely heroes. Scenes with crotchety Grandsanta and superelf Bryony should be showcased as they offer much comic relief.

Give the film international scope. Let‘s do everything we can to counter any perception that the film is UK-centric. Whenever possible, draw attention to a diverse range of characters and settings.

Come up with attention-grabbing stunts and try to make use of the elves in publicity and promotions. It will be important to come up with stunts and promotions that are imaginative and shine a considerable light onto the film. With a quirky Christmas theme and a million elves at the ready, the possibilities are limitless.

UK RECRUITED AUDIENCE SCREENING

ARTHUR CHRISTMAS received a positive response from this London audience despite the extensive number of unfinished scenes, garnering above-norm top-two box ratings from kids 8-12 (78% vs. norm 70-75), parents (72% vs. norm 55-60), and general audiences 13-49 (53% vs. norm 50). ARTHUR CHRISTMAS played particularly well among kids 8-10, among whom 57% gave the film an ―excellent‖ top box rating.

ARTHUR CHRISTMAS attracted recommendation scores at or above the norm among most adult subgroups, with 57% of parents saying they would ―definitely‖ recommend the film to other parents (led by mothers, 60%) and 39% of non-parent generals ―definitely‖ advocating the film to friends (led by females, 40%).

The ―story‖ and the ―comedy‖ were identified as the most important reasons for deciding to attend among adults. The scenes with Grandsanta and Byrony, in particular, elicited considerable laughter.

Aardman was also a key draw, and 66% of non-child audience members claimed to be a fan of Aardman animation (breaking down as 71% of parents, 59% of teens, and 63% of the general audience). Wallace and Gromit, Chicken Run, and Flushed Away were all cited positively.

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4 CONFIDENTIAL – DO NOT DISTRIBUTE AARDMAN ANIMATIONS – PERFORMANCE BY TITLE FLUSHED AWAY (2006) Rank Territory Date Gross (USD) Percent

1 United Kingdom 01-Dec-06 22,147,493 19.80 % 2 France 29-Nov-06 10,598,156 9.48 % 3 Italy 22-Dec-06 8,634,175 7.72 % 4 Spain 01-Dec-06 8,226,282 7.36 % 5 Australia 21-Dec-06 7,290,432 6.52 % 6 Mexico 15-Dec-06 6,446,429 5.76 % 7 Russia 02-Nov-06 6,381,706 5.71 % 8 Germany 07-Dec-06 5,632,634 5.04 % 9 Brazil 15-Dec-06 5,032,975 4.50 % 10 Poland 01-Dec-06 2,362,197 2.11 % 11 Belgium 29-Nov-06 2,179,220 1.95 % 12 Korea 23-Nov-06 2,012,888 1.80 % 13 Sweden 01-Dec-06 1,765,129 1.58 % 14 Holland 30-Nov-06 1,692,694 1.51 % 15 Argentina 04-Jan-07 1,603,220 1.43 % 16 Portugal 30-Nov-06 1,398,958 1.25 % 17 Austria 07-Dec-06 1,354,053 1.21 % 18 Turkey 15-Dec-06 1,260,184 1.13 % 19 South Africa 15-Dec-06 1,257,631 1.12 % 20 Israel 07-Dec-06 1,166,168 1.04 % 21 Switzerland (Fr) 29-Nov-06 1,063,606 0.95 % 22 Venezuela 15-Dec-06 1,036,460 0.93 % 23 Switzerland (Ger) 07-Dec-06 1,013,816 0.91 % 24 Chile 14-Dec-06 952,847 0.85 % 25 Norway 08-Dec-06 944,972 0.84 % 26 Denmark 01-Dec-06 728,890 0.65 % 27 New Zealand 07-Dec-06 688,250 0.62 % 28 Greece 30-Nov-06 658,391 0.59 % 29 Hong Kong 30-Nov-06 646,021 0.58 % 30 Czech Republic 30-Nov-06 633,939 0.57 % 31 Colombia 15-Dec-06 608,048 0.54 % 32 Singapore 03-Nov-06 567,333 0.51 % 33 Finland 01-Dec-06 519,301 0.46 % 34 Hungary 30-Nov-06 456,803 0.41 % 35 Malaysia 02-Nov-06 317,055 0.28 % 36 U.A.E. 28-Dec-06 296,594 0.27 % 37 Lithuania 08-Dec-06 284,638 0.25 % 38 Peru 14-Dec-06 250,613 0.22 % 39 Ecuador 15-Dec-06 226,587 0.20 % 40 Croatia 07-Dec-06 187,087 0.17 % 41 Taiwan 04-Nov-06 159,894 0.14 % 42 Latvia 08-Dec-06 155,618 0.14 % 43 Indonesia 03-Jan-07 133,353 0.12 % 44 Iceland 01-Dec-06 121,795 0.11 % 45 Central America 15-Dec-06 112,990 0.10 % 46 Slovakia 30-Nov-06 96,676 0.09 % 47 Estonia 08-Dec-06 91,966 0.08 % 48 Philippines 28-Feb-07 84,067 0.08 % 49 Uruguay 05-Jan-07 63,786 0.06 % 50 Lebanon 21-Dec-06 47,770 0.04 % 51 Slovenia 30-Nov-06 47,280 0.04 % 52 Romania 05-Jan-07 43,354 0.04 % 53 Bolivia 14-Dec-06 34,368 0.03 % 54 Serbia 04-Jan-07 23,182 0.02 % 55 Egypt 17-Jan-07 20,853 0.02 % 56 Kenya 22-Dec-06 17,644 0.02 % 57 Nigeria 29-Dec-06 17,222 0.02 % 58 Jordan 27-Dec-06 15,175 0.01 % 59 Thailand 15-Mar-07 12,982 0.01 % 60 Bulgaria 08-Dec-06 9,235 0.01 % Territories: 60 Total: 111,833,085 100.00 %

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WALLACE AND GROMIT: THE CURSE OF THE WERE-RABBIT (2005) Rank Territory Date Gross (USD) Percent 1 United Kingdom 14-Oct-05 56,168,660 41.36 % 2 France 12-Oct-05 15,645,556 11.52 % 3 Germany 13-Oct-05 9,432,940 6.95 % 4 Australia 15-Sep-05 8,085,148 5.95 % 5 Spain 07-Oct-05 4,637,908 3.41 % 6 Mexico 07-Oct-05 4,513,898 3.32 % 7 Italy 03-Mar-06 3,502,427 2.58 % 8 Japan 18-Mar-06 3,270,792 2.41 % 9 Korea 04-Nov-05 2,333,165 1.72 % 10 Switzerland (Fr) 12-Oct-05 2,326,736 1.71 % 11 Switzerland (Ger) 13-Oct-05 2,326,736 1.71 % 12 Brazil 07-Oct-05 2,192,028 1.61 % 13 Russia 27-Oct-05 2,093,239 1.54 % 14 Belgium 19-Oct-05 1,775,649 1.31 % 15 Holland 13-Oct-05 1,743,615 1.28 % 16 Sweden 28-Oct-05 1,654,348 1.22 % 17 Norway 14-Oct-05 1,450,186 1.07 % 18 Austria 14-Oct-05 1,301,141 0.96 % 19 Finland 14-Oct-05 1,233,989 0.91 % 20 New Zealand 15-Sep-05 1,197,587 0.88 % 21 Hong Kong 07-Oct-05 1,084,088 0.80 % 22 Poland 14-Oct-05 853,048 0.63 % 23 Turkey 28-Oct-05 773,212 0.57 % 24 Denmark 04-Nov-05 746,503 0.55 % 25 Israel 13-Oct-05 692,870 0.51 % 26 South Africa 30-Dec-05 516,906 0.38 % 27 Portugal 27-Oct-05 461,771 0.34 % 28 Argentina 06-Oct-05 451,877 0.33 % 29 Singapore 29-Dec-05 378,071 0.28 % 30 Chile 06-Oct-05 376,112 0.28 % 31 Venezuela 07-Oct-05 356,072 0.26 % 32 Ecuador 07-Oct-05 287,236 0.21 % 33 Colombia 07-Oct-05 240,278 0.18 % 34 Czech Republic 20-Oct-05 196,346 0.14 % 35 Peru 06-Oct-05 193,929 0.14 % 36 Taiwan 22-Oct-05 159,257 0.12 % 37 Hungary 27-Oct-05 154,547 0.11 % 38 Malaysia 29-Dec-05 144,630 0.11 % 39 Greece 08-Dec-05 125,133 0.09 % 40 United Arab Emirates 23-Nov-05 107,398 0.08 % 41 Iceland 14-Oct-05 105,539 0.08 % 42 Philippines 12-Oct-05 70,857 0.05 % 43 Estonia 21-Oct-05 55,439 0.04 % 44 Latvia 21-Oct-05 54,690 0.04 % 45 Croatia 20-Oct-05 45,348 0.03 % 46 Slovenia 05-Jan-06 41,876 0.03 % 47 Central America 07-Oct-05 41,398 0.03 % 48 Lithuania 28-Oct-05 38,559 0.03 % 49 Indonesia 15-Dec-05 35,983 0.03 % 50 Thailand 20-Oct-05 34,056 0.03 % 51 Romania 25-Nov-05 22,855 0.02 % 52 Uruguay 07-Oct-05 22,817 0.02 % 53 Lebanon 10-Nov-05 21,014 0.02 % 54 Slovakia 20-Oct-05 18,558 0.01 % 55 Kenya 25-Nov-05 6,310 0.00 % 56 Serbia 24-Nov-05 5,404 0.00 % 57 Egypt 03-May-06 4,953 0.00 % 58 Bulgaria 30-Dec-05 4,467 0.00 % 59 Jordan 21-Dec-05 3,194 0.00 % Territories: 59 Total: 135,818,349 100.00 %

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1 United Kingdom 30-Jun-00 44,598,605 39.74 % 2 France 13-Dec-00 15,282,250 13.62 % 3 Germany 10-Aug-00 8,790,455 7.83 % 4 Australia 07-Dec-00 8,673,538 7.73 % 5 Mexico 22-Dec-00 6,510,128 5.80 % 6 Spain 18-Aug-00 4,812,803 4.29 % 7 Brazil 22-Dec-00 3,795,652 3.38 % 8 Italy 15-Dec-00 3,170,289 2.82 % 9 Belgium 13-Dec-00 2,181,423 1.94 % 10 Sweden 18-Aug-00 1,384,170 1.23 % 11 Norway 01-Sep-00 1,370,961 1.22 % 12 Argentina 21-Dec-00 1,354,336 1.21 % 13 Hong Kong 28-Sep-00 1,156,707 1.03 % 14 Portugal 11-Aug-00 1,025,888 0.91 % 15 Finland 08-Sep-00 895,809 0.80 % 16 New Zealand 07-Dec-00 863,503 0.77 % 17 Denmark 13-Oct-00 740,448 0.66 % 18 Holland 14-Sep-00 727,793 0.65 % 19 Poland 20-Oct-00 687,722 0.61 % 20 Singapore 16-Nov-00 590,301 0.53 % 21 Israel 12-Oct-00 578,861 0.52 % 22 Turkey 01-Dec-00 554,076 0.49 % 23 Greece 26-Jan-01 491,667 0.44 % 24 Japan 14-Apr-01 407,326 0.36 % 25 Taiwan 04-Nov-00 389,992 0.35 % 26 Peru 21-Dec-00 186,188 0.17 % 27 Malaysia 16-Nov-00 145,081 0.13 % 28 Thailand 01-Dec-00 133,189 0.12 % 29 Russia 25-Mar-01 115,219 0.10 % 30 Iceland 20-Oct-00 108,103 0.10 % 31 Austria 11-Aug-00 103,568 0.09 % 32 Czech Republic N/A 87,852 0.08 % 33 Uruguay 05-Jan-01 68,777 0.06 % 34 Indonesia 08-Dec-00 66,839 0.06 % 35 Philippines 25-Oct-00 61,574 0.05 % 36 Latvia 26-Jan-01 40,770 0.04 % 37 Lithuania 06-Oct-00 27,876 0.02 % 38 Lebanon 28-Sep-00 18,325 0.02 % 39 India 22-Dec-00 12,853 0.01 % 40 Bolivia 05-Dec-00 9,618 0.01 % 41 Romania 22-Sep-00 6,838 0.01 % 42 Ukraine 16-Mar-01 4,004 0.00 % 43 Bulgaria 29-Dec-00 2,539 0.00 % Territories: 43 Total: 112,233,916 100.00 %

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INTERNATIONAL DIGITAL MARKETING

Digital Campaign Objective: Position the film as a broad family-friendly comedy adventure to appeal to kids, parents and broad moviegoers. Generate awareness and interest about the film through social media, online media, features and online games such as Conveyor Belt, Elf Mission and Present Wrapping to reach the target demographic:

Primary Target: Kids (8-12) and Families Secondary Target: Broad Moviegoers (13+)

Strategic Approach: Focus on the elves and their technology, especially if Christmas is not celebrated in your area. Competitive films have successfully used fun sidekicks to market their films to a broader audience. For example Despicable Me used minions and Hop used the chicks. Use the elves in online stunts, in rich media and in games such as the flash Elf Mission game and the Elf Locker feature. Highlight that this is a family friendly 3D movie and drive interest through focus on the characters in the online creative. For those countries that can play up the Christmas themes, market the touching story of Arthur going to extreme lengths to show the true meaning of Christmas. Feature Arthur in the website, social media and online media to illustrate the holiday magic. Highlight Grandsanta as the comic relief and Bryony as the elf who has the savvy and skills to help deliver Gwen‘s present. Use the online flash games such as the Present Wrapping, Conveyor Belt and S1Flying game to appeal to the family target demographic. Offer the games to partners to use as exclusives. Generate awareness and interest within the target audience by seeding out clips that highlight the film‘s comedic moments. Launch int‘l trailers and clips with strategic online partners and custom editorial sponsorships. Increase awareness by using high impact stunts online through rich media. Sponsor Arthur Christmas advertorials, content hubs, digital media stunts, takeovers, and targeted placements in order to reach the target audience. The first phase of the campaign takes place well before the holidays. Feature a narrative of what the elves do to train when it is not Christmas. For example, feature the sorting of presents they do with the Conveyor Belt game, the tools in the Elf Locker feature or the training messaging in the teaser website.

Social Media: Use social media to distribute content and increase word of mouth.

Upload video clips to your local viral video sites and Sony Pictures specific video channel.

Feel free to create your own local pages with social networking and social media sites where users can subscribe, watch the trailer, post comments and see photos from the movie.

U.S. Social Media Strategy Build an engaged Facebook and Twitter community of Arthur Christmas and comedy fans, broad moviegoers, and fans of the talent. Build an ―Arthur Christmas‖ community that can act as marketers for the film.

The U.S. Facebook page is listed below. Please adapt/translate it for your local campaigns. If you do not create your own local ones, please ―Like,‖ ―Follow‖ or ―Subscribe‖ to them on your own

8 CONFIDENTIAL – DO NOT DISTRIBUTE accounts. Kindly alert us when your pages go live so we may link to them from the U.S. page and drive traffic to your sites.

U.S. Facebook page: Facebook.com/ArthurChristmasMovie

Customized Facebook program (Buddy Media): The customized Facebook program will be available in select territories. If you have any questions please contact Kevin Kim ([email protected]).

U.S. Custom YouTube Brand Channel: Youtube.com/ArthurChristmasMovie

U.S. Twitter Account: TBD U.S. Twitter Handle will be: @ArthurChristmas and @NotAnElf. @ArthurChristmas will tweet in the voice of Arthur. @NotAnElf is written by filmmakers and posts in the voice of an elf.

Wikipedia (Collaborative Website): Please create a Wikipedia (or other collaborative website) page if you are able.

If you have local studio Twitter accounts (e.g. Twitter.com/SonyPictures), tweet out periodic updates around film content highlights (similar to email campaigns).

Online Editorial/Publicity: Provide trailers, key art, photos and other marketing materials to local entertainment and fan websites. Offer exclusives to your top online partners to launch the trailer or video clips.

• Syndicate trailer and approved clips • Launch exclusive photos on cinema sites • Create clip downloads for PSP and iPod • Launch exclusive clips on movie sites • Invite movie/portal/genre sites to local junket/media events

When talking to online editorial partners: 1) Highlight members of the voice talent cast if they are popular in your territory. 2) Showcase content that draws attention to the family friendly nature of the movie. 3) Feature the Aardman pedigree in online creative and media if applicable in your territory. 4) Research has shown that it‘s important to highlight the humor and characters to encourage viewing interest and intent from kids. 5) Leverage the film‘s unique elements like the elves‘ skills and technology and the S1 to make it special and modern. 6) Avoid any sense of mean-spiritedness, the family dysfunction and too much of mission control (and the Steve character).

Website International Splash Page Approach: The int‘l splash page highlights the title and offers the trailer, links to social media and worldwide release dates.

International Teaser Site: Users will be able to ‗hack‘ the teaser site to become an elf recruit. Once users become an elf recruit, they will be able to access content such as the Conveyor Belt game and learn more about the elves.

9 CONFIDENTIAL – DO NOT DISTRIBUTE International Immersive Website: The international immersive site will feature the voice talent, online games, and other features. The creative will feature Arthur, Grandsanta, Bryony and the elves. Goals: 80% of visitors watch the trailer and interact with games and features.

Full Website Features: • About the Film • Photo Gallery • Videos • Games – Elf Locker Room – Conveyor Belt Game – Present Wrapping Game – Elf Mission Game (Angry Birds style game) – Present Tetris style game (Name TBD) – S1 Flying Game – Create Your Own Elf Feature – Naughty or Nice Quiz • Downloads – Twitter Skins – Wallpapers • Christmas Operations (the teaser site experience will live in this section - see screenshots above) . Section includes: • Elf Orientation – Zone Z – schematic of the S1 – Elf Cam – S1 Gallery • Arthur‘s Mail Room – Letters to Arthur – Dear Santa (pre-written letters to Santa) – Downloads • The Pole News (newsletter)

Search Engine Optimization The following is to help search engines (e.g. Google, Yahoo, Bing) find your site. Please use the following code when translating the site into your language. Also, submit your site to your local search engines.

Website Arthur Christmas - Official International Site

Meta Tag:

Hugh Laurie, Bill Nighy‖/>

Please translate and add to your local territory and language. Please alter the keywords with ones pertinent to your local territory and language.

Feel free to include your local release date.

Access to asset source files: Go to Sony‘s EAGL online tool to download the source files to adapt/translate in your country/territory. http://eagl.spe.sony.com

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Splash page: ArthurChristmas_INTL_SplashPage_082311.zip Naughty or Nice game: ArthurChristmas_INTL_NaughtyOrNiceQuiz_082211.zip Elf Training Kit: ArthurChristmas_INTL_ElfLockerFeature_082211.zip Conveyor Belt Game: ArthurChristmas_INTL_ConveyorBeltGame_080511.zip 1 sheet: AC_INTL_TSR_1SHT.zip, AC_INTL_QUAD_LYRD.psb Facebook profile graphic: ArthurChristmas_US_FacebookProfileGraphic_062811.zip Ad units: TBD Title Treatment: TBD Trailer: ArthurChristmas_ITR-B_Eng_EAGL.mov, ArthurChristmas_ITR-Arev_EAGL.mov Email: ArthurChristmas_US_TrailerLaunchEmail_011211.zip Teaser Website dubbed elf audio: ArthurChristmas_TeaserWebsite_Audio_BR.zip, ArthurChristmas_TeaserWebsite_Audio_FR.zip, ArthurChristmas_TeaserWebsite_Audio_BE.zip, ArthurChristmas_TeaserWebsite_Audio_DK.zip, ArthurChristmas_TeaserWebsite_Audio_CAS.zip, ArthurChristmas_TeaserWebsite_Audio_FRCanadian.zip, ArthurChristmas_TeaserWebsite_Audio_KO.zip, ArthurChristmas_TeaserWebsite_Audio_IT.zip, ArthurChristmas_TeaserWebsite_Audio_JP.zip, ArthurChristmas_TeaserWebsite_Audio_SE.zip, ArthurChristmas_TeaserWebsite_Audio_RU.zip, ArthurChristmas_TeaserWebsite_Audio_LAS.zip, ArthurChristmas_TeaserWebsite_Audio_DE.zip,

Domain Name Registration (URLs): To see the Int’l site live, go to: http://www.ArthurChristmas.net

Create a local vanity URL for your country that is easy to remember (http://www.arthur- weihnachtsmann.de). Use this link if you do not create a local teaser or full site.

The U.S. site URL is: http://www.ArthurChristmas.com However, do NOT point to the U.S. site because it uses U.S. assets (e.g. trailer, story, release date).

The Worldwide Release Dates page link is: http://www.ArthurChristmas.net/international/ If you create a teaser or full site, let us know so that we can add your link to this page and drive traffic to your local site.

Games/Viral Components: *Please note that the images below are sketches for placement only.

Naughty or Nice Quiz Users answer a series of questions that test their level of ―niceness‖ or ―naughtiness‖. After completing the quiz, users will receive a result indicating how nice or naughty they are. Source files are available on EAGL labeled: ArthurChristmas_INTL_NaughtyOrNiceQuiz_082211.zip

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Conveyor Belt Game Presents will have to select color-coded presents moving on a conveyor belt and guide them to the same colored chute. Source files are available on EAGL labeled: ArthurChristmas_INTL_ConveyorBeltGame_080511.zip

Elf Training Kit In this feature, users will be able to test out the interactivity of the tools in the Elves‘ Closet.

Source files are available on EAGL labeled: ArthurChristmas_INTL_ElfLockerFeature_082211.zip

Elf Mission Game (name TBD) Players launch Elves at houses with the goal of delivering presents. Much like the popular mobile game, Angry Birds, different elves will have different effects upon hitting the object. Timing is approximately mid October. *Please note that sketches below are FPO and not approved.

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Present Tetris Style Game (name TBD) In this Tetris-style game, players help the elves stack presents into the S1. Just like Tetris, when a line is complete, an elf will push the row of presents into the S1, clearing the line. Timing is approximately mid October. *Please note that sketches below are FPO and not approved.

Present Wrapping Game Users have 15 seconds to wrap a present in the same style as the gift displayed on top. Players will have to pick from a variety of box shapes, wrapping paper and bows to create a replica of the model present. Timing is approximately mid October.

*Please note that comps below are FPO and not approved.

S1 Training Game In the S1 training game, players fly the S1 ship to various locations around the world and deploy elves at the target location to deliver presents. Timing is approximately end of October.

*Please note that comps below are FPO and not approved.

Build an Elf Application Users will be able to choose accessories to build their own elf to create an Elf Avatar that can be shared. Timing is approximately end of October.

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Face of the Fan Contest Users will submit a video stating why they are the biggest Christmas fan. The grand prize winner will win a trip with their family to the premiere and an opportunity to appear on the red carpet. This concept will be executed via Face of the Fan (domestic and international). www.FaceOfTheFan.com. If you would like to execute this contest under the Face of the Fan brand please contact Wendy Feldman ([email protected]).

Online Media: Audience Primary Target: Families and Kids (6-12) Secondary: Moviegoers 13+

U.S. Positioning Appeal to parents, kids and broad moviegoers by positioning the film as an animated Christmas adventure for all audiences. U.S. Tactics Feature immersive destinations that showcase the Elves Incentivize kids to behave with a Naughty or Nice Mobile WAP game Host Sweepstakes with holiday prizing Introduce kids to the Elves characters through quizzes Host hubs on sites to feature Arthur games, quizzes, and content Infiltrate top games/create fun immersive experiences within virtual worlds Target popular programming within kids/teen specific video destinations Age-up by sponsoring popular music Appeal to Teens by Integrating within popular Facebook Social Games Secure full page canvases and skins for creative ―elf‖ executions Sponsor seasonal casual games Surround holiday guides and content (entertain and shopping) on lifestyle sites Feature the unique concept and animation in marquee video placements online and on tablet Elves take over popular sites opening week

Goals: Reach: 93% Frequency: 6.2

Rich Media Creative Source files will be available on EAGL. Campaign will include 40K standard banners, progressive, expandable and stunt ad units. Use the elves in your online creative wherever possible. Concept below is FPO (for concept only) and not approved but is just to give an idea of how elves could takeover a page.

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Pan-regional Digital Media Plans Europe: Tactics Partner with Nick to create an Arthur Christmas destination hub Work with Spil Games to reach Kids and families driving game plays and trailer views Build a relationship with @officialsanta on Twitter and encourage him to tweet about Arthur Christmas to all his followers Latin – America: TBD Asia Pacific: TBD

Digital Promotions: Please work with your local online promotions team to develop local campaigns.

Promotional creative guidelines to help promote the film with online partners: - Highlight the film's title treatment and film release date - Include an opt-in to your local newsletter where applicable - Offer the online games and features if appropriate

Mobile: Text messaging: You are encouraged to create non-premium text messaging campaigns promoting the opening of the film.

Mobile Assets: The trailer can be used within mobile editorial offerings on 3rd party sites.

WAP Site: The mobile site will allow visitors to navigate through tabs for the film‘s trailer, plot and photo gallery.

Mobile Markers: If you use mobile markers, please include them on the website, posters, standees, etc. If you have questions regarding promotional mobile marketing, please contact the digital team.

Conveyor Belt Game for iPad: An iPad version of the Conveyor Belt game will be available in mid October. For any mobile campaign questions please contact Wendy Feldman ([email protected]).

Email: Add a ―Registration‖ link/button to your sites to collect names and email addresses into your database. Or work with an online partner to promote the film through their email lists.

Consider delivering an email to your list(s) when there are key events like: 1) website launch; 2) game launches; 3) online clips, and most importantly 4) theatrical film release.

Online Showtimes & Ticketing: Offer the ability to view local theater showtimes and/or the ability to purchase online tickets on your sites and within online ads/widgets.

Other: Each country is encouraged to use other digital assets such as email and email signatures.

Sony United: Work with your local Sony divisions and sister companies to help leverage the digital marketing assets.

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For example: Playstation Network: Distribute trailer and video clips Sony Video Walkman: Preload movie marketing content Sony Stores: To showcase the trailer and video clips; highlight your vanity URLs Sony Home Entertainment: Bundle in Arthur Christmas assets with similar family comedy genre DVD/Blu-Ray campaigns Sony Pictures Television: Highlight the movie online with similar programmed films

….and other divisions that are able and willing to promote the movie for you.

Digital Asset Creation and Guidelines: We encourage you to create and share digital assets. Sharing ideas improves the marketing campaigns for everyone.

When developing ideas to be used locally that are beyond what we‘ve uploaded to EAGL, please send to us for review. The ideas are reviewed by home office in 3 main areas:

1) Legal: There are contractual agreements that require certain items to be included or removed (e.g. equal likeness issues of having talent listed.) 2) Filmmaker/Talent Requests: If the director, producers, and actors have a certain vision of how the movie must be perceived, these must be taken into account (even if it is not a legal reason). 3) Positioning: The digital assets must fit the overall marketing positioning and strategy of the film.

Therefore, follow these guidelines when submitting your digital creative ideas:

1) Approved images. Only use approved movie photos/images from Publicity, style guide, EAGL, etc. 2) Talent Names. No names are tied to the title. 3) One Sheet. If more than 2 of the approved talents‘ names are on the one sheet, the billing block must be included as well.

INTERNATIONAL CREATIVE

The creative advertising campaign for ARTHUR CHRISTMAS highlights the emotion of the Christmas holiday as well as its secret & high-tech side, where Santa Claus‘s team of elves and family members work around the clock to deliver presents to children worldwide. Humor, heart, action and epic scope will be emphasized as Santa‘s son, Arthur, rises to the occasion delivering one final gift, following in his legendary father‘s footsteps.

Teaser Poster:

Teaser Poster & Quad – a teaser poster and UK quad was issued for placement with the SMURFS global launch in July & August. The one-sheet shows Arthur peeking from behind a sign in a barren Arctic landscape: ‗Welcome to the North Pole. Nothing to see here. Whatever you‘ve

16 CONFIDENTIAL – DO NOT DISTRIBUTE heard is not true. Santa doesn‘t live here and this is not Santa‘s son!‘ The foreground shows one of the iconic elves with a startled expression, further highlighting the secrecy surrounding the holiday preparations taking place on the North Pole.

Final Poster – a final poster will be serviced in September/October with a more Christmas-time feel and color palette, focusing on the characters that make up Arthur‘s Claus family in a ―portrait‖- style image. Arthur is surrounded by: Santa (his father), Grand Santa (grandfather), Steve (his older brother) and Mrs. Claus. More iconic elves are introduced stealthily emerging from the cluster of characters in their ninja-poses and regalia, hinting at the action and humor.

Alternative final posters are in development featuring the iconic elves and the S1 ‗spaceship.‘

In-Theater Materials:

(Dimensions: 5‘ x 8‘) Banners – a series of five (5) character banners will be offered in October featuring the main characters, with snappy puns and catchphrases to identify them: Arthur: Lost Claus Santa: Sled Honcho Grand Santa: All Cane. No Candy. Steve: Snow-It-All Briony: Wrap Star

Standee – a standee is in development. Creative TBD. Clings/Garlands – additional in-theater items are in development and will be forthcoming soon.

Outdoor:

Outdoor layouts will be serviced in October. Creative TBD.

A/V

The first phase of the international A/V campaign was launched in December 2010 with the International Teaser Trailer.

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INTERNATIONAL TEASER TRAILER "A" (1:22)

Teaser begins as if it were a documentary of the North Pole. Then Arthur pops up and begins to introduce himself before he is tackled by an elf. The elf begins to tell the viewer that there is nothing up at the North Pole, however he keeps giving away more secrets about Santa‘s secret operation. The S1 appears and fills up the entire screen and flies off. The elf tries to confuse the viewer by saying ―polar bear in a hat‖ and as the camera whips to see and finds nothing, the elf has already taken Arthur back into the entrance he came out of.

INTERNATIONAL TRAILER "B" (1:15) Once again we come upon Arthur, the son of Santa Claus, in the North Pole and he wants to let us in on a little secret... an army of highly trained and efficient elves. The elves are fearless and willing to do whatever is necessary, including wrapping a polar bear.

INTERNATIONAL TRAILER "C" (2:00) Gwen believes in Santa, no matter what she is told, but she still doesn‘t know how he can deliver all those presents in one night. We learn that Christmas is actually a very efficient and well carried out plan, but even the best laid plans have a flaw. Arthur discovers that a child has been missed but his over-achieving brother, Steve, feels that it is only one child out of the billions they have visited and they shouldn‘t worry. Arthur, with the help of Grand Santa, set out on an adventure around the globe in an effort to get Gwen her present and know that Santa does care about every child.

TV SPOTS TV spots will be available in 60/30/20/15/10 lengths by beginning of October.

STATION ID’S Currently working on station ID concepts that the markets will be able to use. These should be ready beginning of October as well.

INTERNATIONAL PUBLICITY

- Use Style guide imagery for publicity creative executions.

- Consider thematic holiday press mailers, featuring the film's elves, etc.

- In addition to traditional entertainment outlets, be present in all appropriate xmas publicity opps and strive for unique/unconventional opportunities (i.e. xmas in Cancun) in order to stand out.

- Be mindful of what differentiates this film from other xmas films – high tech vs. traditional.

- Consider theming your multimedia screenings and invite journalists with their families. Local celebrities and their children should be invited to any local premieres.

- Aim for coverage in all children‘s media and family outlets, as well as appropriate male/female outlets.

- During the holidays, consider participating in parades and having a presence in shopping malls.

18 CONFIDENTIAL – DO NOT DISTRIBUTE - Negotiate with editors to incorporate elements from the film into magazine mastheads.

- Secure major placement in holiday film preview issues.

- Consider breakout campaigns utilizing the film's adorable elves: - Elves Christmas workouts - Elves holiday cooking tips - Elves holiday travel guide - Elves gift giving guide - Elves rules for holiday etiquette

- Pitch a TV show to hold a contest where kids get to showcase their Christmas gift wrapping skills.

- Pitch ―Funniest Home Videos‖ TV shows: viewers can send in their Christmas morning videos of the kids opening their presents (there is always one where someone makes a tree fall down etc) perhaps a clip from the movie can be incorporated of the elves delivering the presents.

- Consider pitching stories that emphasize the sense of adventure and dysfunctional-family comedy for those countries/people that do not celebrate Christmas. You don‘t have to celebrate Christmas to love ―Arthur Christmas!‖

- In addition to great entertainment value and Aardman‘s unique brand of humor, the film also delivers a big emotional payoff. Arthur‘s unflinching and ever-enthusiastic commitment to making sure everybody has a wonderful Christmas. Do you know an Arthur? Who‘s the Arthur in your family? What heroes does Arthur remind you of?

- Sarah Smith, the Director of ARTHUR CHRISTMAS, is available to tour to your market should you be interested in supplementing your press coverage.

INTERNATIONAL MEDIA

TARGET AUDIENCE: Dual Primary Target: People 12 - 49, heavy Mom/Family skew Kids 6 - 12 Secondary Target: Tweens/Teens 9-17

STRATEGY Position o Arthur Christmas is the family EVENT of the holiday season o TV will clearly be the lead medium for each segment of the audience. o Outdoor will play a key role given our intent to eventize the picture, and be very present in the hectic and pedestrian heavy holiday season. o Digital will be used as a cost-effective, targeted medium to reach kids, parents and age up the tweens/teens. o Radio will be a fun way to push audiences into theaters on opening weekend and really leverage our paid buys to get maximum promotional exposure. o Print will be on key days only with large sizes to help us pop and break through.

MEDIA MIX Television o Start early with some key, highly selective event units. o Consider :60‘s where it is affordable and will generate the impact we‘re looking for. o Consider some season premieres if the deals and the avails can be had. o As part of those negotiations, try and get a sneak peek placed – even leveraging the cume of our fall 2011 and entire 2012 slate.

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o Similar to ―The Smurfs,― we hope to have fun, ―poppy‖ assets for you to place with your media partners. o Target television against core demo by using heavy weights on kids and family programming o Run a majority of moderate length units (:20s and :15s) to build a strong foundation of reach and frequency among the broad segment. o Buy heavy frequency against the kids demo to ensure high saturation levels. o :10‘s may be added to the mix just prior to opening for urgency and then for sustain to hit key holiday opportunities. o Start early with efficient weekend and after school kids programming as early as four weeks prior to release date o Build strong schedules of cost-effective dayparts that reach moms efficiently (i.e. early morning and daytime).

Outdoor o Outdoor must be high quality and back-lit for pedigree and impact purposes (especially in northern hemisphere territories) o Continue to bundle our ―dream slate‖ as you negotiate all of your outdoor deals (in 4th qtr alone, we‘ve got GWTDT, TinTin and Arthur C) o In addition to the larger formats, consider efficient layouts that reach families within their daily patterns such as: pedestrian circuits, banners and one-sheet placement in shopping malls, playgrounds, community centers, schools, toy stores, book stores, libraries and of course, multiplexes. o Mall campaigns will be particularly key given the peak shopping season. o Digital boards will be particularly effective for this campaign – effective with less daylight and again, an effective way to reach the Holiday traffic

Digital o Local digital campaigns will be very efficient for segmenting the multi-layered audience o Traditional online ad units will be heavily weighted on children focused sites (e.g. gaming, Yahooligans, Cartoon Network, Habbo, Disney and Nickelodeon) o Regional sites that offer local targeting and community news should also be considered

Radio o As ever, radio is an efficient tool for reaching parents and securing very heavy media promotions leading into the launch o Buy high volume, prime drive time units that reach parents in peak period to support the last few days of the launch campaign o Schedule the campaign as a call to action 3 to 4 days out with high frequency, short sharp bursts, pushing movie-going traffic towards opening weekend.

Newspaper o Print ads should be page dominant, but limited, and used mainly as a means for signaling parents. o When applicable, avoid buying small pre-awareness ads as we are using this medium as a call to action only o Use FP4C wherever possible to achieve impact and breakthrough event status.

Magazines o Consumer magazine activity will be limited, especially given the kid target and animation genre. o Some niche kid magazines may be considered, but only as a cost-efficient, low out-of- pocket alternative. o Promotional tie-ins make more sense for magazines vs. paid insertions.

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Pan-Regional o Pan-Regional activity will play an important role in the overall campaign by reaching a broad audience, including kids and their parents, through cable/satellite. o Beyond paid media campaigns, we are looking for opportunities to include: short clips and/or scenes, tune-in units, channel IDs, theme nights/days, programming sponsorships and competitions. o We will again own all the station idents for our category on Cartoon Network as part of our overall 2 year deal. o Supporting networks being considered: For broader target including families & young adults o Asia: AXN, Animax, STAR, MTV, Cartoon Network, Disney, Nickelodeon o Europe: AXN, SET, MTV, Cartoon Network, Disney, Nickelodeon o Latin America: AXN, FOX, TNT, Warner Channel, MTV, SET, Glitz, Animax, Cartoon Network, Disney, Nickelodeon . Sample programming to vary by region: iCarly, Hannah Montana, Victorious, Glee, Idol, True Jackson, Modern Family, Project Runway, The Simpsons, Teen Wolf, Curious George, Backyardigans, So You Think You Can Dance, Wipeout, Anime programs (for Asia) For men/dads o Asia: ESPN o Latin America: ESPN, FOX Sports, Discovery . Sample programming: Sports Center, Deadliest Catch, Man vs. Wild

INTERNATIONAL PROMOTIONS & RETAIL STRATEGY

MATERIALS

Available Materials: Below is a list of available materials. Please contact Scott Lyons with future materials requests. Pitch Deck Promotional Concepts Style Guide Sizzle Piece/Clips Licensing Product Concepts Presentation Retail Concepts Premium Catalogs

PROMOTIONS

Promotions Strategy: Pitch to partners who can reflect the themes and values of the Arthur Christmas brand. Seek out local and pan-regional partnerships that focus on the ALL FAMILY primary target group for the film Capitalize on the holiday adventure in this all-family movie. Focus should be given to partner‘s own brand positioning and category appropriateness. Promotional concepts and creative execution should be paramount to all other concerns. The concept must have broad appeal and be engaging & fun. The consumer must understand the link between a partner and Arthur Christmas and see it as something beneficial for the film. Focus on 3-D where applicable!

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Promotions Objectives: Promotions Objectives should focus on: Secure broad, mass-appeal promotions targeting all family to help create exposure and awareness of the film. Look for opportunities to expand promotions on a pan-regional level if appropriate. Strategic partnerships with third-party partner brands using well-integrated and highly creative concepts. Secure solid above-the-line commitments from promotional partners. Media partnerships that generate significant exposure for the brand. These partnerships should leverage the value of the film and focus on exclusive and unique opportunities. In-cinema partnerships that focus on repeat viewing, generating purchase, and pushing exhibitors to give maximum exposure to Arthur Christmas over other titles. Non-competitive with existing global promotional partners.

Promotional Thought Starters: Themes: Holiday Mail & Gifts Excitement/Anticipation Presents/Giving Family Compassion Gadgets/Technology GPS/Tracking Magic Travel Time/Timeliness Teamwork

Contest/Sweepstakes Ideas: Enter to win a family trip to North Pole Enter to win gifts for the entire family this holiday season Enter for a chance to win a family trip to the Arthur Christmas premiere (UK) Enter to win Sony products (Bravia TV, VAIO Laptop, etc.) Enter to win a private screening of the film or 2-for-1 tickets to the movie Enter to win DVD‘s of past Aardman films (Chicken Run, etc.) Enter to win a trip to Aardman Studios in England Enter to win high tech gadgets and become an honorary elf Enter to win your ultimate Christmas wish list

Key Promotional Categories: Batteries Electronics Beverage GPS Bicycles Packaged Goods Candy Petrol Charity QSR/Casual Dining Chocolate Retail Cold & Flu Medicine Shopping Mall Dairy (Yogurt, Milk) Travel Delivery/Shipping

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Promotions Guidelines – Use of art and legal guidelines Please note that just because you are approved to use certain materials, does not mean the promotion is approved. All opportunities (brand, media, in-cinema) need to be sent via deal memo and approved by home office.

Online Style Guide Arthur Christmas online style guide may be used for all media, in-cinema and third party co-promotions. Please contact Scott Lyons if you do not have access.

Teaser One Sheet/International Final One Sheet/Standee Art The teaser and final international one sheets can be used for all promotions.

TV Spots/Trailers All Trailers and TV Spots may be used for all third party brand, media-based and in-cinema promotions.

Restricted Categories Promotions are prohibited in the following categories: alcohol, tobacco, firearms [all weapons, other than toy weapons], personal hygiene products, sexually-oriented products, pharmaceuticals, intimate apparel, cosmetics, lotteries and/or gambling, or animal-tested products. Other categories may not be officially restricted but may be deemed inappropriate, so these must be approved in advance.

Creative Guidelines – Use of art and legal guidelines The below should be used as a checklist before submitting any creative for approval. Include the title treatment prominently on the creative Include an in-cinema message Add one of the two legal lines (above) at the very bottom of the creative Remove all logos and billing block from any key art Use only the approved publicity synopsis when describing the film Use only style guide art or the final international one-sheet looks Do not alter the key art in any way and include a clear separation between any additional text and the key art If you need publicity stills, contact Scott Lyons directly. Do not use stills you obtained from other materials and/or sources. When sending creative layouts please be sure to indicate each item‘s purpose in the file name.

Additional Approval Guidelines Regardless of the partner, all and any brand, media, and cinema promotions must be approved by home office. Please send a deal memo and allow 5-10 business days for approval. It is deemed not approved without approval in writing from home office. All deals and creative must be submitted to filmmakers for approval. Please allow additional time when submitting these to the home office. Please send all deal memos to Scott Lyons with a copy to Becky Vargas. Please send all creative materials to Scott Lyons with a copy to Becky Vargas. (Allow 5-10 business days for approval). Please review creative materials before sending to home office and include your comments when sending as to changes that need to be made.

23 CONFIDENTIAL – DO NOT DISTRIBUTE Please also make sure that an English translation of all creative materials is accompanying the creative. Local offices must fill out deal memos for all global partners‘ local activation for approval, not just local promo partners. Please make sure Home Office has hi-res art and AV (link to download broadcast quality version) for all your partner‘s creative no later than two weeks before release so that it may be shared with filmmakers and senior executives.

Third-Party Brand/Corporate Promotions Pursue only promotional partners with prime media placement and significant above-the- line media spends. Focus on popular brands that have appropriate brand attributes. Focus on brands that can provide significant retail exposure that we cannot purchase. (i.e. Retail displays and signage, POS) o Work with the Sony appointed agent in your market to explore licensing opportunities within the retail environment

Media Promotions Focus on exclusive media partner relationships that will allow you create a larger promotional program with your largest and/or most appropriate TV, print, radio, and online partners. By focusing on exclusive relationships, it should afford you the opportunity to do repeat programs with these media outlets. Such a relationship should bring enormous value add opportunities to Arthur Christmas. This also gives the feeling of exclusivity to the consumer as well. Work with media partners to come up with unique contest entry questions and/or giveaways that are organic to the film property. This will help ensure the media partner and the film stands out in the crowded marketplace among other competitive media promotions. Following are examples of the types of media outlets you should be targeting for television, print, radio and online, as well as thought starters on promotional ideas for each outlet:

o TV – HOME SHOPPING CHANNEL – Create messaging and interstitials throughout home shopping network showing the Arthur Christmas Elves taking over control of their shipping department for Christmas. This season, we‘re letting the experts handle it! Can use this promo to offer unique Arthur Christmas-themed discounts on shipping i.e. bundling, express, gift-wrapped. (Can also be applied to corresponding online shopping sites.) o TV - NETWORK CHANNEL – Feature Christmas programming sponsored by Arthur Christmas. Highlight the classic TV specials (i.e. Rudolph the Red-Nosed Reindeer, Year Without A Santa Claus, etc.). Create interstitials where Arthur and the Elves critique the other characters‘ delivery efficiency, old school tool selection, etc. o TV - NETWORK CHANNEL – GET ELFED with the Arthur Christmas UPGRADE! Tune in during Holiday Week and call-in to enter the Get Elfed contest for chance to win a Holiday Tactical Gadget Upgrade - a group of elves rush into winner‘s house and covertly upgrade all electronics, X-box, TVs etc. o TV - KIDS CARTOON CHANNEL (Nickelodeon) – ELF TAKEOVER - ELF-ize the programming for a week with Arthur Christmas hosting holiday-themed episodes of your favorite shows (Dora, Caillou, Diego, SpongeBob, etc. Create a funny montage showing each TV character in a high-tech 360 turnaround as elves highlight and evaluate their strengths to be recruited. o TV - NEWS CHANNEL – Arthur guest stars (via animated segment) on local network news channels and hosts the weather segment during Christmas week tracking Santa with his Santa Radar, talking about the conditions at the North Pole, and Santa‘s schedule etc. Tune in kids, this weather update is for you! o TV - FOOD & COOKING CHANNEL – Regular network programming with special clips featuring TV chef personalities giving Holiday cooking tips with the help of Arthur Christmas‘s Elves. Elves reveal some of Santa‘s favorite dishes too! Also, offer viewers a chance to win a Deluxe Holiday Dinner served in your home!! o TV – FOOD & COOKING CHANNEL – Holiday Cake Contest tie-in. ―Make the best Arthur Christmas-themed Holiday Cake‖ with the help of Arthur Christmas‘s Elves

24 CONFIDENTIAL – DO NOT DISTRIBUTE (assistants dressed up as Elves or in Arthur Christmas-themed merchandise). Show Arthur Christmas highlights throughout. Winner wins cash, tickets to the film premiere and their winning cake featured at premiere. o TV - ENTERTAINMENT CHANNEL – Create interstitials where random people are selected to compete in the Gift Wrapping Race. To make it humorous, gifts are extremely awkward sizes and shapes, or you can only use one hand, or Arthur Christmas Elves keep interfering. Whoever can wrap the gifts the most creative and fastest wins the gifts they just wrapped. o ONLINE - SOCIAL MEDIA – ―I‘ve been Rapped!‖ (a play on punked) Go to the Arthur Christmas social media page and ―like‖ it to receive a unique ‗Rap App‘ to wrap your friends‘ pages. Send a special holiday greeting that also completely wraps their page. When they click on it, an Arthur Christmas elf struggles to rip out of the wrapping to reveal the special holiday greeting. Can select to be your screensaver too. o PRINT (Kids Magazine) – Kid‘s magazine includes a mail-in offer for the Complete Arthur Christmas-themed Gift Wrap Toolbox which includes all the tools you‘ll need to complete your most challenging gift wrapping projects this holiday (including wrapping paper, ribbon, gift tags, tape gun, etc.). o RADIO – ―Meet Arthur Christmas ‗Rapper‖ – Have morning personalities host shows from specific retailers featuring Arthur Christmas Elves ready to offer prizes as well as gift wrap listeners‘ presents for free. The event promotes the film as well as driving consumers in-store.

In-Cinema Promotions Please send all in-cinema deal memos and creative which do not involve third party brands to Wendy Armitage with a copy to Ann-Elizabeth Crotty, Becky Vargas and Scott Lyons. If an in-cinema promotion involves a third party brand or a sweepstakes prize provided by a third party partner (for example: Take a can of Pepsi to a cinema to get 50% off a ticket OR enter to win a Sony Ericsson phone), send the deal memo and creative to Scott Lyons with a copy to Becky Vargas, Wendy Armitage and to Ann-Elizabeth Crotty.

Additional Approval Guidelines It is critical to include the official film title treatment and an in-cinema mention on all creative materials. Exceptions to this rule must be approved by home office. When sending creative layouts please be sure to indicate each item‘s purpose. You should allow 10 business days for turnarounds on any creative approvals. Regardless of the partner, all and any brand, media, and cinema promotions must be approved by home office. Please send a deal memo and allow 5-10 days for approval. It is deemed not approved without approval in writing from home office. Please send all deal memos to Scott Lyons with a copy to Becky Vargas. Please send all creative materials to Scott Lyons with a copy to Becky Vargas. Please review creative materials before sending to home office and include your comments when sending as to changes that need to be made. Please also make sure that an English translation of all creative materials is accompanying the creative. Local offices must fill out deal memos for all global partners‘ local activation for approval, not just local promo partners. Please make sure Home Office has hi-res art and AV (link to download broadcast quality version) for all your partner‘s creative no later than two weeks before release so that it may be shared with filmmakers and senior executives

Global & Regional Promotional Programs U.S. Deals o Denny‘s . Category: QSR/Casual Dining . Program: Purchase an Arthur Christmas themed menu item and Denny‘s will make a donation to Toys for Tots. TBD . Support: POS, TV, Online, Arthur Christmas themed menu items . Timing: November 2011 – December 2011 . Website: http://www.dennys.com 25 CONFIDENTIAL – DO NOT DISTRIBUTE

o Toys For Tots . Category: Charity . Program: Toys for Tots will be working with all Arthur Christmas promotional partners. Details TBD . Support: Details TBD . Timing: November 2011 – December 2011 . Website: http://www.toysfortots.org/

Pan-Regional Deals o KFC . Category: QSR/Casual Dining . Markets: Antigua, Aruba, Bahamas-Freeport, Bahamas-Nassau, Barbados, Bermuda, Chile, Colombia, Costa Rica, Curacao, Dominica, Dominican Republic, Ecuador, El Salvador, Grand Cayman, Guadeloupe, Guyana, Honduras, Jamaica, Martinique, Mexico, Panama, Peru, St, Maarten, St. Vincent, Suriname, Trinidad/Tobago and Venezuela . Program: Kid‘s meal program with choice of 4 Arthur Christmas themed premiums. . Support: In-store POS, TV, Radio, Online . Timing: November 2011 – January 2012 . Website: http://www.kfc.com

o Moevenpick . Category: QSR/Casual Dining . Markets: Switzerland, Germany, Austria, Slovenia, Norway, Croatia, Hungary . Program: Purchase the Picky Kids Menu (kids choose whatever they want from the menu/buffet at a fixed price) receive a film themed premium. Consumers can also enter to win a family holiday trip (to be negotiated locally). . Support: Film themed placemats and POP in 121 restaurants. Potential print ads or other ATL to be negotiated locally. . Timing: November 2011 – December 2011 . Website: http://www.moevenpick-restaurants.com/

Local Market Deals o Parcel Force/Post Office/Royal Mail . Category: Postal Service . Market: UK . Program: Customers can enter in-store or online to win a trip to Sony Pictures Studio in Los Angeles, Aardman studios in Bristol, premiere tickets, and many other prizes . Support: POS in 52 Parcel Force locations and 11,500 post offices nationwide, an Arthur Christmas stamp on every letter posted in December – 6 million a day, a personalized letter from Arthur to every child who writes to Santa this Christmas!, partner website integration . Timing: September 15, 2011 - December 25, 2011 . Website: http://www2.parcelforce.com/, http://www.royalmail.com

o DFS . Category: Furniture Delivery . Market: UK . Program: Furniture retail promotion with sweepstakes (tbd) for their "Guaranteed Christmas Delivery" campaign. . Support: POS in 80 stores. TV, Print, Radio (TBD) . Timing: October 17, 2011 – November 27, 2011 . Website: http://www.dfs.co.uk/

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o Credit Agricole . Category: Financial/Bank . Market: France . Program: Bank promotion with special "Operation Christmas Bank Account" event where customers can enter online to win a family trip to Laponie, Sony electronics and movie themed merchandise. . Support: POS in 5,000 locations including window posters, standees, leaflets and online . Timing: November 14, 2011 – January 1, 2012 . Website: http://www.ca-cib.com/

o Cora Restaurants . Category: QSR/Casual Dining . Market: France . Program: Kid's Meal program with premium. Customers also receive a scratch card with purchase of every kid's meal with a chance to win film themed prizes and movie posters. 150,000 premiums. . Support: POS in 57 restaurants, Radio (TBD), Print 1/4 page color ad in Christmas catalog with a circulation of 5M, Partner Website integration . Timing: November 14, 2011 – December 14, 2011 . Website: http://www.chezcora.com/home

RETAIL

Retail Strategy Position Arthur Christmas as a retail ―exclusive‖ Focus on the holiday themes of the film Explore all applicable Sony offerings as appropriate for each retailer o Exclusive Screenings o Movie Tickets o Trip to the U.K. Premiere o Exclusive Clips o Meet & Greet with Talent (assuming that they are in the country for publicity) o Sony Electronics / Equipment o Marketing Funds o Local Premiere Tickets Focus on the local, regional and U.S. marketing commitments for the film and the added exposure the retailer will gain

Retail Objectives Where appropriate approach the following types of retailers: Toy Fashion Entertainment Mass Retailers/Department Stores Sony Centres/Sony Electronics

Toys R Us Program Sony and the Toys R Us will create a holiday destination exclusively at retailer for the theatrical release of Arthur Christmas. Markets: North America, UK (Australia – tentative) Timing: November 2011 – December 2011 Program: Feature area space in front of store with merchandise selection consisting of toys, games, publishing, apparel and seasonal merchandise: Toys o 3‖ figure 2-packs – The Bridge Direct o 3‖ figure collector pack – The Bridge Direct o S-1 sleigh vehicle with micro figures – The Bridge Direct

27 CONFIDENTIAL – DO NOT DISTRIBUTE Plush o 6‖ plush – The Bridge Direct o 12‖ plush with sound – The Bridge Direct Gift & Novelty o Stocking filer – The Bridge Direct o Arthur reindeer slippers (light up) – The Bridge Direct Games & Puzzles o Board game – Cardinal Games o Puzzles – Cardinal Games Seasonal Products o Gift wrap – American Greetings o Ornaments (set of 5 minis) – Santa‘s Best o Stockings (plush) – Santa‘s Best

Key Licensing Categories: Figurines Games Plush (via The Bridge) Puzzles Seasonal Products (Advent Calendars, Wrapping Paper, Stockings, Ornaments) Toys (via The Bridge) Mobile Game/Content

U.S. Licensee List: Seasonal Products o American Greetings Corporation . Single Roll Seasonal Gift Wrap o The Bridge Direct . Toys R Us Exclusive: Stockings, Non-Glass Ornaments, Snow globes, 12 inch Plush with Sound, Bean Bag Plush, Figure Collectible Pack o Rizzoli International Publications, Inc. . Advent Calendars o Santa‘s Best . Christmas Ornaments, Stockings, Hats (musical and non-musical) Publishing o FrogDogMedia LLC . Children's Movie Storybook Applications o Sterling Publishing Company, Inc. . Movie Storybooks, Readers, Junior Novelization, Sticker Books, eBooks

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EXHIBITOR RELATIONS

ARTHUR CHRISTMAS (3D)

Release Range: November '11 - December '11 Territories: ALL TRAILER TARGET NOTES Chronicles of Narnia: The Voyage of the Dawn Trader,

The Dolphin Tale (3D) Harry Potter and the Deathly Hallows, Part II (3D) PRIORITY Jack & Jill Johnny English Reborn Puss in Boots (3D) PRIORITY Real Steel Smurfs (3D) PRIORITY Yogi Bear (3-D) TRAILERS RELEASED Trailer Version Date Available Int'l A December 2010 Int'l A (3D) December 2010 Int'l B July 2011 Int'l B (3D) July 2011 IN-THEATRE MATERIALS TEASER ONE- SHEET

ONE- SHEET Languages: English & LAS Date Queried: 7/20/2011 Inwood Shipping Date: 8/2/2011 In-Theatre Date: 8/10/2011

IN-THEATRE MATERIALS COMING SOON Item Date Available Final One-Sheets October 2011 Standees October 2011 Wall Stickers October 2011 Mailboxes October 2011 Banners October 2011 Mobiles October 2011

Security Pre-Screening Dates & Invitation Verbiage

Please find the security info for all ARTHUR CHRISTMAS (3D) pre-release footage screenings and pre-release screenings.

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Please let Josh Farrar know where all screenings will be held, so proper security can be coordinated.

Night vision goggles are required for every screening.

Screenings prior to November 23, 2011 – Full security procedures MUST be in place to include bag checks, wanding, night vision goggles and mobile devices with cameras MUST be collected.

Night vision goggles are required for every screening

Please find the proper verbiage for all invitations:

This screening will be monitored for unauthorized recording. By attending this screening, you consent to surveillance by security personnel. By attending, you agree not to bring any recording device (including certain types of mobile devices which have recording capability) into the theater. By attending, you also consent to physical search of your belongings and person for recording devices. If you attempt to enter with a recording device, you will be denied admission. If you attempt to use a recording device, you consent to your immediate removal from the theater and forfeiture of the device and its contents. Unauthorized recordings will be reported to law enforcement and may subject you to criminal and civil liability.

Security Pre-Screening Protocols

PRE-SCREENING SECURITY

All ARTHUR CHRISTMAS (3D) pre-release footage screenings and pre-release screenings shall have the following security protocols. ARTHUR CHRISTMAS (3D) is far too important to Sony Pictures not to protect it to the fullest extent.

PRE-RELEASE SCREENING SECURITY PROTOCOLS

All invitees must be advised in advance that NO mobile phones, cameras or recording devices will be allowed inside the theatre. The invitation must have language to this effect in both the local language and in English. Please also ask your guests to arrive early as this process could slow things slightly. NOTE: security vendors selected to provide security coverage at each theatre must be adequately prepared and staffed to facilitate this both courteously and efficiently.

Prior to theatre entry metal detection devices (hand-held wands) will be used by trained security personnel to screen all attendees to ensure they do not enter with prohibited items. A sufficient number of these wands should be available to ensure all guests are screened within one hour leading up to the start of the film.

At each theatre entrance there should be an area designated to perform wanding of guests with handheld metal detectors and to allow for the check-in of recording devices and all phones.

Security staff should walk through all areas of the theatre (including bathrooms) and the projection booth in each auditorium prior to and during the screening of the film - ideally, one member of staff should remain in the projection booth area while the assembled film is there.

Theatre management should be advised of these security protocols and understand and support them.

30 CONFIDENTIAL – DO NOT DISTRIBUTE FOR THE RUN THROUGHS IT IS IMPERATIVE THAT WE SECURE THE AUDITORIUMS AND PROJECTION BOOTHS.

Although package inspection is mandatory there should be no physical contact between the screener and the guest or the guests' belongings (unless and until they are checking in a camera or a mobile phone).

Security is responsible for ensuring that no unauthorized persons enter the theatre after the film begins and further to re- inspect all items/persons upon their re-entry to the theatre.

Security staff will patrol the theatre and utilize night vision goggles (NVG) to ensure no one is operating a recording device. The size of the audience and the lay-out of the auditorium will determine the number of scopes needed.

In the event someone is observed or suspected of recording the film a member of the SPRI staff will be responsible for responding. Unless there are extraordinary circumstances it is preferred that the screening not be interrupted and that the suspect be approached just as the film ends. This will obviously require continual visual monitoring until movie ends.

The local contract security vendor for each venue should provide enough two-way radios to ensure their staff and ours are well connected.

POST SCREENING PROTOCOLS/OTHER

Upon completion of the screening, each print should be broken down, recovered and properly secured.

If you have any questions please email Josh Farrar [email protected]. If you have any specific equipment needs (NVG's/ Metal Detector Wands / etc.) please make that request to Josh Farrar immediately.